As I become more mature within the industry there is a trend with some beauty salons that I simply don’t understand. Well, I do, but I think it’s wrong. Two examples…
- I just walked past a local hair and beauty salon and I noticed that in the window there were lots of clothes, with a sign up saying “clobber”. Not content with offering hair and beauty, they also offer clothing?
- Then, sitting at my computer, I did a search for one thing and a beauty salon / coffee shop came up as a result.
Sometimes the very essence of a brand becomes diluted as the owners try to be all things to all people. Take Woolworths for example – they became known for pick-and-mix sweets above all the products they sold.
Focus Means Profit
One business model I love – although I think it needs a large town / city to work – is the waxing salons such as Strip and Ministry of Waxing. That said, a quick look at the websites and even these seem to be diversifying into other areas.
If you can restrict what you do in your beauty salon, you can not only be better (more efficient) in delivering it, you could also look at ways to maximise profit.
In the past, we have invested in the ‘next big thing’ treatment being shouted about at the latest Professional Beauty Exhibitions, only to realise that actually… people don’t want it.
Analyse and Cut
Why not analyse the treatments you offer and how many you actually do. How much product do you end up not using or throwing away, simply because there is no demand?
As much as no salon wants to be left behind, there is also the argument that you will be chasing your tail trying to keep up with treatments that offer little profit because the demand isn’t there.
Good beauty salon computer systems should allow you to be ruthless with your treatments.
Stick To Beauty
In my experience, I have seen a lot of hair salons take the leap to become hair and beauty because it seems the logical step. Unfortunately, it rarely works out as well as they expect because of the expense of gearing up to offer a range of beauty treatments.
The same should be said with beauty. Diversifying into clothes or jewellery, etc. just dilutes what you get known for.
Word of mouth is the most cost-effective form of marketing your beauty salon – work on developing your services, your excellence and beauty and your brand.
If in doubt, remember the 80/20 rule – 80 percent of your profit will come from 20 percent of your beauty services.